Despite the traditional idea that the kitchen is a woman’s domain in the home, the professional kitchen (as well as restaurant ownership) continues to be a man’s world.
This has, however, steadily been changing over the years – a progressive shift that can be attributed to the transformative power of technology along with the increased accessibility that comes with the growing platform economy via the advent of food delivery apps. As such, apps like Uber Eats are helping to empower women to scale and grow their culinary business ventures by connecting them to a wider, more diverse consumer base while breaking down entry barriers to entrepreneurship. Now, restaurants and retail owners no longer need to worry about whether their business will attract the footfall of either office workers during lunch hour, students after school, or commuters on their way to or from work. Instead, today, they can instantly gain access to the businesses of either or all of these customers by delivering the goods they want to where they are.
“Uber Eats has drastically changed my life, introducing convenience, consistent sales and daily payouts to my business,” says Chaundre Geard, owner of Chef Dre and merchant on the Uber Eats platform. “The platform has been a great marketing tool, connecting my business with hungry customers in search of a nearby restaurant and now, not only does my business operate smoother but with passive consistent cash flow and improved time management, my business has been able to grow.”
But there is still significant progress to be made as women have long faced, and continue to face, systemic barriers to their economic participation, let alone their success, as a result of challenges in accessing capital, funding, resources, and opportunities. The most glaring example of this lies in women’s participation in the labour market, which, while low globally, is particularly severe in South Africa. According to the latest employment statistics, labour force participation rates amongst women are still lower than men, with women bearing the brunt of inequalities in labour markets and being less likely to find work than men. Currently, only 54.3% of women of working age in South Africa participate in the labour force, compared to 64.9% for men.
“Uber recognises the untapped potential of women entrepreneurs and continues to spearhead efforts to address this imbalance by investing in the women-led businesses that are key to inclusive economic growth through robust and strategic partnerships that provide a platform for women to seize opportunities, upskill, upscale and succeed,” says Daniele Joubert, Head of Strategy and Planning, Sub-Saharan Africa for Uber Eats. “Through these meaningful partnerships, we are not only helping these women entrepreneurs to succeed but are also playing our part to build and uplift the communities which these businesses serve.”
Some of these partnerships include a collaboration with the Gauteng Department of Economic Development wherein Uber Eats’ investment is expected to yield over R500m in gross value added for the Gauteng Province in the next three years. In addition, over 2000 economic opportunities are to be created for delivery people and about 700 merchants onboarded on Uber Eats.
“Helping women business owners succeed remains at the core of what we do here at Uber because we know that the inclusion of and supported success of more women-owned businesses will create the ecosystems that help communities grow by providing them with the products and services that meet their needs, stimulate economic development, and create new income-earning opportunities,” adds Joubert.
Through their own determination, ingenuity and resilience, supported by Uber Eats’ initiatives and partnerships, more women are stepping into the spotlight as chefs, restaurateurs and food entrepreneurs in South Africa. From innovative food startups to acclaimed restaurants, women entrepreneurs are leaving an indelible mark on the culinary industry, becoming a strong driving force of growth and innovation within South Africa’s culinary world. And, while there is still a lot of work to be done to support the growth of more women in the industry, this shouldn’t come as a surprise. To quote the unapologetically feminine portrayal of girlhood in the movie Legally Blonde by Elle Woods herself – “What? Like it’s hard?”
